Flexcrete Technologies Limited is the UK’s leading independent manufacturer of technical mortars and high performance coatings, specialising in concrete repair and protection products. With origins dating back to 1983, they are a technology-driven company with an enviable track record of setting industry standards. Their innovative products for the reinstatement and protection of buildings and structures offer class leading performance and are used worldwide.
InForm were initially approached by Flexcrete Technologies Limited to develop a website and to install a Windows Server and client IT solution. This role rapidly expanded to full Marketing and IT Support. Our responsibilities included:
When we started working with Flexcrete, they were facing a number of marketing issues. There were no Brand Guidelines in place which in turn meant there was no consistency in branding across product literature and related marketing material. The Brand styling was dated and their existing website was out of date and based on technology that wasn’t compatible with mobile and tablet browsing. At the same time, Flexcrete was expanding rapidly and bringing new products to market.
The products Flexcrete manufacture are of a technical nature and are sold cross sector – as such, the company ethos was very much Product Centric. The website reflected this with navigation focussed on Product Range. To this extent, customers needed to know the products by name to find the range of supporting literture.
The first thing InForm did was to work with the Directors and implement Branding Guidelines. We developed templates for all Marketing Literature and scrapped in-house colour laser printing in favour of low cost commercial printing, a move which saved both time and money. We implemented a Marketing Strategy based on a more Customer Centric approach. We achieved this by devising a simple colour coding system relating to the market sectors within which the Flexcrete Products are sold. This colour coding system was then reflected in the website right through to all product literature.
In developing the website, a major focus was on implementing a Market Sector Solutions approach to navigation. Visitors to the site could easily identify their market sector, from their find a list of common problems & solutions, and from their identify the products required to meet their needs. The backend of the site used a sophisticated MySQL database to link products to all relevant literature. New Project Profiles added at the rate of several per week could be easily indexed, linked and propagated live on the website with a simple database update. This database also formed the basis of the in-house document management system. The site was extremely well received by both clients and distributors.
The website was designed and developed using Drupal CMS based on the Twitter Bootstrap Framework. We chose Drupal as this was the best technical implementation for the website given Flexcrete’s complex product offerings and associated product documentation. We needed a CMS solution that allowed us to integrate a single MySQL database to generate the Product Pages and Market Sector Solutions Pages with associated links to supporting Marketing and Technical documentation. This single database allowed for simple updating of Project Profiles, Technical Data Sheets, Safety Data Sheets and Application Guides on the database with instant propagation throughout the website. This single point propagation was implemented using Drupal’s database abstraction layer. At the time, Drupal was relatively unheard of and it was our first website implemented using this CMS technolgy. Now, Drupal accounts for over 4% of all website implementations worldwide. The responsive element was implemented using the Twitter Bootstrap Framework. The result was a technically complex, future proof website, built using easily maintained, industry standard solutions.
|Client:||Flexcrete Technologies Limited|
Medium Sized Businesses
Content Management Systems (CMS)
Responsive Web Design
User Experience Design (UX)
PPC – Google Adwords
Search Engine Optimisation (SEO)
Social Media Marketing
|Branding & Strategy:||
Branding & Brand Identity
Offline Marketing Collateral
IT Support Services
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